J.K. Simmons has spent years presenting property damage horror stories for Farmers Insurance, each time introducing a tale of woe quickly remedied with a simple claim. Now RPA is shaking up the formula, spreading stories out over multiple ad slots and giving Simmons more time to chew the scenery.
Three ads--a :30, a :15 and another :30--wrap TV episodes on Hulu. The first spot begins as usual, with a glimpse at the “Hall of Claims,” statuettes or installations commemorating a particularly strange accident. Rather than cutting straight to the incident, Simmons lampshades the three-parter and gets some time to banter with his guest.
Part two sets up the tragedy in brief. In “Parking Splat,” a driver jealously protective of his convertible refuses to park beneath a flock of pigeons, a decision that has ironic consequences in part three, when the deed we’re all here to see is finally done.
Another story, “Fly-By Ballooning,” gets the same treatment on Hulu, and both tales are also running as single :30 spots in a more traditional format.